"We take the time to understand your brand."
"Our team is more like a family."
"We always challenge the brief."
"Our unrivalled expertise."
I found at least a dozen variations of these statements in just five minutes.
They may all be true, but that barely matters - because unless your prospect is a warm referral, they don’t believe you. Genuine differentiation is difficult. True uniqueness is nearly impossible. As a result, your claims, however valid, lose their impact.
So how do you stand out in a crowded market?
Simple: consistently act as you claim to be. From the very first interaction, your prospects are evaluating you.
Respond to emails immediately - even if it’s just a quick acknowledgement. Don’t leave potential leads waiting while you craft the perfect reply. Promptness and attentiveness matter more than a beautifully worded but delayed response.
Ditch the jargon. No one is impressed by it. Overcomplicated, trademarked processes with flashy names mean nothing to a prospect unfamiliar with your work.
Communicate clearly. Use plain English to explain what you do and how it delivers commercial results. Flowery language and convoluted analogies will only send visitors away from your website.
Ask direct, meaningful questions. Never assume prospects will guide the conversation - it’s your role to take the lead.
In the early stages, don’t give prospects reasons to exclude you:
Swearing isn’t edgy - it’s unprofessional.
Boasting about being “picky” with clients won’t impress new contacts; it will alienate them.
Humorous videos and personal anecdotes can wait - at this stage, focus on value.
Be the agency that understands your prospect’s commercial objectives. Demonstrate how you contribute to those goals. Explain your approach concisely. Ask smart, straightforward questions - and listen to the answers. Respond swiftly to emails. Answer the phone when it rings.
By doing this, you’ll place yourself in a rare and distinguished category. Not entirely unique, but far more differentiated than those who simply claim to be disruptive, strategic, client-led, and unrivalled.